Creative brief

What does your company do?

Our company is an educational assessment software provider that is developing systems for continual reporting, information flow and collaboration between teachers, parents and students. We are focused narrowly on 6-8 year olds and more widely on 4-12 year olds. We are NOT an educational content provider (i.e. we do not make apps that teach English, Math, Science etc). We bring gamification to educational progress tracking, reporting and assessment.

Do you require that a .COM or other URL be available for the new name?

.com availability is essential.

What is your industry?

Educational Assessment Software & Systems

Describe your customers

3 customers: teacher, student, parent in that order. Teachers are the primary adopter. Students are influencers (system is focused on young students - we want them to see our company and products as fun to use). Parents and/or school boards will pay for the system.

What 3 things do you want your company name to communicate to your customers?

1. That our software helps provide a clear path to learning - an individualized student road-map and picture of learning. 2. That our system is built on continual data flow - there will be no need for report cards - an assessment of the student can be made at any time in a manner that is simple, easy and engaging. 3. That we create a "round table" and conversation where learning is in the center, with the teacher, student and parent gathered round.

What character, tenor, or spirit do you wish to convey?

Engaging, enjoyable, collaborative, playful, interactive, conversational. Focused on development and knowledge. Name NEEDS to help create an attachment to teachers and young children.

Are there any words or phrases you especially like or hate?

Like: clear path to learning. Playful. Picture of progress.Dislike: The XYZ Learning Company or similar multi-word names.

Do you have other info you want to share?

Leaning towards single words (that could be contritions) or 2 words max. Open to using contritions that use syllables from foreign languages e.g Claro- for clear.

System will be device-neutral. Interfaces used in the classroom will be tablet focused. Reporting tools more oriented to the desktop.

Brief updates

12-Mar-12 5:21 p.m.GMT

Hello Everyone! Our team is in the heart of digital and social media this week ...South by South West in Austin Tx. We are taking in all the events and having some fun at the same time, so we needed to extend the time line a little so we can spend proper time picking just the right name! Keep the submissions coming....we are excited to pick a winner!

20-Mar-12 9:27 p.m.GMT

Hello All,

We have yet to fall in love with any entries but there are a few that are heading in the right direction. Hopefully with the update and further detail below we can find that winning name!

We need to be rooted in something familiar to teachers (whatever that is). We have to remember that this isn't being sold directly to consumers so we don't need a fun Silicon Valley startup name. We need something that stands out but will be taken seriously at a district board meeting and by principals who can sometimes be a bit leery of new tech.

We are all for having fun or being quirky, but don't want it to get in the way of our fundamental brand promise. We're taking something they've (teachers) done (student assessment) for years and making it significantly more powerful and easy. Then taking that assessment data and packaging it up and presenting it to students (Kindergarden to Grade 6) in a engaging student profile dashboard style so the student better understands where they are at in their learn progress.

Some criteria we think the name needs 1-2 syllables, fun to say, resonates with teachers and students (Kindergarden to Grade 6).We are not looking to have trendy

Here are some "groovy" type words we liked and thought you could play with. Don't limit it to just these words. They are just a sample of what we are thinking could work for names. * glee * groove * groovy * hip * hipster * funk * cool * kool * jive * supreme

We can pair them with a list of familiar teacher words that are being used in the classroom or connect with teachers or education.